Inovasi Kebijakan Publik dalam Mendorong Soft Power Nation Branding: Studi Kasus Fenomena Hallyu dan Refleksinya Bagi Kebijakan Pariwisata Indonesia

Abstract

This study examines public policy innovation as an instrument of soft power in nation branding, with a focus on the Korean Wave (Hallyu) phenomenon as a case study and its reflections for Indonesian tourism policy. The research problem centers on how the South Korean government systematically utilized public policy to transform Hallyu into a formidable soft power and nation branding instrument, and what policy lessons can be drawn for Indonesia. Using a qualitative descriptive approach through library research, data were collected from academic journals, theses, policy documents, and relevant scientific publications. The findings indicate that South Korea's success is rooted in structured public policy innovations, including the Basic Law on the Promotion of Cultural Industries, the establishment of KOCCA, gastrodiplomacy programs, and strategic use of K-Pop and K-Drama as sectors of global cultural diplomacy. These policies effectively transformed South Korea's national image and dramatically increased international tourist arrivals. The study concludes that Indonesia, with its vast cultural wealth, urgently needs an integrated national cultural policy framework an 'Indonesian Cultural Wave Policy' to systematically leverage its cultural assets as soft power for tourism development. Recommendations include strengthening the creative industry ecosystem, developing a structured gastrodiplomacy strategy, and enhancing public-private partnerships in nation branding.